Cerveza Charro Pioneers 2D Code Adoption on Its Labels

Expanding horizons

With the integration of 2D codes, Cerveza Charro now combines the visual appeal of its labels with the benefits of this innovative technology. A simple scan can reveal details such as ingredient origins, certifications, sustainability practices, and even trigger exclusive promotions.

“2D codes will allow us to give greater security to consumers, which also adds value to our product,” explained Fernando López, Plant Manager and Master Brewer at Cerveza Charro. He also noted that the codes make it possible to include full product details, such as technical sheets, allergy warnings, ingredient percentages, consumption suggestions, food pairings, and even videos. A quality certificate is also planned, backing strict sensory, microbiological, and physicochemical standards required by regulations—giving consumers access to key product details.“The switch to 2D printing was seamless, and the GS1 team provided us with all the printing software and hardware; it's well worth the effort,” says Jorge Moreno, co-founder and sales director of Cerveza Charro, pictured.Charro Beer

Adapting to change

The implementation of the 2D code has involved a process of learning and adaptation at the plant. For about two months, tests were carried out to ensure that the machines could successfully print the new code. Although the change required training and meetings with GS1, the transition did not represent major complexity. According to the team, it is an innovative process that, while requiring adjustments, is relatively simple with the right support. “The switch to 2D codes went smoothly, and the GS1 team made the whole software and hardware setup for printing very easy; it’s definitely worth doing,” says Jorge Moreno.

To facilitate adoption, educational strategies have also been developed. “We are conducting workshops and training sessions for companies, as well as social media campaigns that explain to consumers how to scan the codes and what information they can access,” adds Juan Pablo Gómez.

Impact on sales and exports

With more than 2.000 points of sale, 600 bars and restaurants in the capital, and presence in 15 Mexican states, Cerveza Charro has built a strong foothold in the ultra-premium segment. Currently, it has managed to capture 30% of the market in bars and restaurants in Mexico City. Strategic alliances, such as the collaboration with José Cuervo to launch a special edition tequila aged in beer barrels, have expanded its reach and generated new operational needs. This consolidation has led the company to rely on GS1 to manage its growing expansion into platforms and chains such as Mercado Libre, Costco, Soriana, and Walmart.

López points out that this reach and broad acceptance entail very important logistical challenges. “A company like ours, funded one hundred percent by friends, without any bank behind us, carries a very big commitment. And we also have exports, a factor that changes the information that labels must include depending on the country.”

The company has begun selling its beers in demanding markets such as Spain and is beginning to comply with European Union regulations, which now require digital product passports. As Fernando López notes, “Something important is happening in the European Union: they are already asking for a digital passport, which can precisely be a 2D code.”

2D codes have also opened new possibilities to connect with end consumers. Cerveza Charro has started using this technology to include temporary links related to promotions and collaborations. “We are now working with an importer in Japan to figure out how to change the links so that the labels arriving there connect to the distributor’s sites and to a small map showing the bars and restaurants where the beer can be found,” Jorge Moreno tells Mundo EXPO PACK, the Latin American sister publication to Packaging World. 

2D codes and the future of labeling

Two-dimensional codes, such as QR and DataMatrix, represent a significant evolution compared to traditional options. “These codes are a powerful tool that will allow us to empower consumers with instant access to detailed and reliable information about the products they buy, and will boost confidence in the industry,” says Fernando López.

The transition to 2D codes, led by GS1 with a global implementation goal of 2027, is transforming commerce and redefining standards across multiple industries. “More than two million companies use our standards, but in the past six years businesses have faced new challenges, and barcodes are no longer enough. That’s when this global project began, supported by the world’s largest companies,” explains Juan Pablo Gómez, Director of Products and Services at GS1 Mexico.

Growing adoption in Latin America

Although adoption of the 2D code is voluntary, it represents a valuable opportunity for brands to stand out in the market. According to experts, the system is designed to be compatible with previous codes, allowing scanners to read both QR codes and linear barcodes, ensuring a gradual and seamless transition. However, the recommendation is not to postpone migration, since delaying may limit competitiveness in an increasingly dynamic market.

In addition, this system is not only a tool for end consumers but also adds value by integrating features such as multi-links. With the capacity to support up to 45 standardized links, GS1’s QR code allows users to be redirected to multiple destinations from a single code, streamlining processes and offering greater efficiency. This advancement not only drives innovation but also creates a dynamic and healthy competitive environment that benefits both businesses and consumers.

The implementation of these codes does, however, present some technical adjustments. “Many companies need to update their scanning devices and adapt their inventory and billing systems,” says Juan Pablo Gómez from GS1. It is also essential to ensure high-quality printing and protect data against potential tampering.

The mass adoption of 2D codes likewise requires investment in specific technologies. “It’s key to have high-resolution printers and materials resistant to humidity and extreme temperatures,” Gómez adds. Moreover, the use of advanced software and verification systems ensures that the codes are functional before distribution. “These tools ensure that the codes meet quality standards and benefit the entire value chain.”

The implementation of two-dimensional codes is making steady progress in Latin America. “In Mexico we are moving forward with brands, from SMEs to multinationals that see the full potential of 2D codes and can leverage GS1’s infrastructure,” says José Ramón Islas. “Those companies that embrace this technology will be able to stand out from the competition, strengthen their connection with consumers, and prepare for future demands.” PW